Next Best Offer at DIE ZEIT: Improving Cross Sales by Predicting Product Affinities

Date:

Wednesday, November 15, 2023

Time:

3:05 pm

Room:

Saphir 1

Summary:

This case study offers insights on how to maximize cross sales using a data-driven, predictive approach. The project at DIE ZEIT aimed to raise sales by tailoring offers to subscribers’ product affinities. DIE ZEIT used machine learning models based on sociodemographic data, e-mail behavior, web tracking and subscription history. Results show that leveraging subscribers’ affinities can generate considerable uplift in cross sales. A key aspect for discussion is balancing product affinities and discrete marketing objectives.

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